Books sell better in bookstores than they sell in butcher shops. In a bookstore, surrounded by all the competition, a book is in the right place to be seen, compared and ultimately purchased and read.

Trade show booths work when they’re in close proximity to the other options a buyer has. Building your trade show booth across town might insulate you from the other choices, but it does little to help establish where you belong and whether or not you’re a smart choice.

If I was one of the 25 people running for President of the US, I’d organize my own debate tour. I’d invite four or five other candidates to hit the road with me, and I’d do a debate every single night. All six of us would benefit from the competition, leaving the rest behind, ignored because they are alone. No one will stop you, simply begin.

And if I was a wedding photographer, I’d organize a dozen other photographers in town and do a joint brochure and marketing effort. Serving brides in a way that establishes status and increases their confidence.

It’s tempting indeed to shy away from organizing a panel, a conference or a trade show where you can see and be seen right next to those that seek to solve problems for those that are listening. But now that information flows more freely than ever, that’s your fear talking, not an actual strategy for somehow fooling people into believing they don’t have a choice.

[More on debates]


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